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Deft’s 2007 National Senior Loyalty Study uses highly regarded loyalty metrics to measure the loyalty of seniors to health plans. Deft’s 2007 research showed that loyalty to a health plan holds seniors in a “no intention to switch” attitude.
How Do Deft’s Clients Use This Research?
First they review the Advance Prospectus and fax back the order form.
Loyalty and switch intention are shown to be related to several market perceptions and benefit design attributes. The report provides clear direction for all of your employees: reach out to Detractors, teach Passively Satisfied about value, engage Promoters.
Some ideas:
- build your brand around the key perceptions of Promoters;
- do call center training on the aspects of loyalty and switch;
- identify and reach out to customers at-risk for switching;
- design 2008 products and services that leverage your strengths and competitors’ weaknesses.
Big Value
Customers exhibiting more loyalty to their health plan are considered Promoters while those exhibiting less loyalty to their health plan are Detractors. When the switch intention of these groups is compared, only 13% of Promoters are considering a health plan switch while 44% of Detractors are considering it. Detractors are four times more likely to consider a health plan switch.
Promoters’ and Detractors’ Switch Intention
source: Deft Research, LLC
2007 National Senior Loyalty Study
Download Details & Order Form Here.
TABLE OF CONTENTS
- Executive Summary
- Overview and Background
- Senior Loyalty — Medical and Drug Coverage
- Senior Switch Intention — Medical and Drug Coverage
- Perceptions of Market Differentiation
- Predicting Switch Intention Using Benefit Attributes and Service Usage
- Conclusions
- Company Profiles